Measuring Marketing and Making a Plan
Measure what matters
Track a few numbers that connect to money, not just to attention:
| Metric | What it tells you |
|---|---|
| Visitors (by source) | Which channels bring people |
| Conversion rate | The share of visitors who become leads |
| Leads (by source) | Where real interest comes from |
| Close rate | The share of leads that become customers |
| Cost per lead and cost per customer | What each channel really costs |
| Customer lifetime value (LTV) | How much a customer is worth over time (project plus monthly plan) |
| Churn | The share of monthly customers who leave |
A healthy rule of thumb: the cost to win a customer (CAC) should be well below their lifetime value; many businesses aim for LTV at least three times CAC.
Tracking basics
- Analytics (for example Google Analytics or a privacy-friendly alternative) shows visits and behaviour.
- UTM parameters on links (
?utm_source=linkedin&utm_medium=social&utm_campaign=spring) show which post or ad brought each visitor. - Conversions are the actions that matter: a form sent, a call booked, a questionnaire finished.
- Respect privacy: only collect what you need, and follow the site's privacy and cookie policies.
Test and improve
Change one thing at a time and compare results (A/B testing): a headline, a button, an offer, an email subject. Give each test enough visitors and time before deciding. Keep a simple log of what you tried and what happened, so the team learns.
A one-page monthly marketing plan
- Goal: for example, 10 qualified leads and 3 new customers this month.
- Audience and offer: who you are targeting and what you are offering them.
- Channels and actions: two or three, with owners and dates (one guide, eight social posts, one email, ask five customers for reviews).
- Budget: money and hours.
- Measures: the numbers you will check every week.
- Review: at the end of the month, keep what worked, stop what did not, and pick one new test.
Working with the rest of the team
Marketing promises must match what delivery can do. Share upcoming campaigns with the people who build and support the work, never promise dates or features without checking, and pass every lead into the shared leads pipeline so sales and delivery see the same picture.
Exercise
Fill in the one-page plan for next month with real numbers. Add UTM parameters to every link you plan to share, and decide which three numbers you will check every Friday.
Check yourself
- What is the difference between the conversion rate and the close rate?
- What are UTM parameters used for?
- Name the six parts of the one-page marketing plan.
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